V 2 C Proof Of Concept Review v

V 2 C Proof Of Concept Review v 0. 1 Luo Siqing Jan 5, 2012

V 2 C POC 1. 0 review 1. V 2 C concept – – Thinking about market opportunity Brainstorming output 2. V 2 C POC V 1. 0 review – Market & business model review • • – Product definition review • – Concept、Function list、User experience Technology review • – Market opportunity analysis Business model building Technology maturity and Performance Conclusion & recommendation

th output 14 Nov. Key points: • Do users like pre-roll ad? • Why and when will they use our client service, what is the key benefits? • How will the spark be a good reminder to attract users ? 头脑风暴结论： • 用户感兴趣的广告，是有吸引力的；对于视 频相关的知识点，也是用户需要的； • 如何激励用户主动参与广告签到很重要； • 产品建议：火花类型、手机火花的游戏机制、 火花引入生命期、比价功能 Answers: • 1) Ads check-in do make sense when the user is interested in the Ads. For next step, it could be extented to knowledge points related to the running video contents. • 2) think carefully on how to promote the user to check-in Ads actively, we could use the combination of e-coupon, trial packs, cash points and etc. Comments for current scenario: • 1) To identify the spark type so that the user could understand what the spark means, e. g. e-coupon, survey with bonus 【accepted】 • 2) To gamify the spark collection to encourage the user to participate; 【accpeted】 • 3) the spark should have lifecycle, but support serveration in case of invalid. 【accepted】 • 4) price comparision is good point; 【accepted】

check-in with online purchase 1. video ad on OTT TV or Cable TV 2. take phone of the video and upload to back office Product concept：利用移动互联网，将TV广 告与在线电子商务结合，吸引用户参与TV广 告互动（从看到—感兴趣—购买—分享）的产 品。 3. to detect the detail page of the product 4. to find the right one on client and to purchase to buy to know to get interested key user benefit • to pull up their interested product on mobile when they view TV • to check detail information • to have benchmark with similar product • to accomplish payment procedure over mobile to share

Content list 1. V 2 C concept – – – Thinking about market opportunity Brainstorming output V 2 C concept 2. V 2 C POC V 1. 0 review – Market & business model review • • – Product definition review • – Concept、Function list、User experience Technology review • – Market opportunity analysis Business model building Technology maturity and Performance Conclusion & recommendation

value proposition advertiser merchant online retailer 20% gross margin for ad retailer Benefit for advertisers　 （Ｂ２Ｃ） • increase traffic • generate revenue • improve conversion rate Review 结论 2 Advertis er purchase 1. service value 2. profit return ad alliance comparison shopping sites Ad agency 4 A ad agency internet ad platform media planning integrated marketing affiliated marketing Benefit for ad agency (non-direnct advertiser) • extended knowledge • promote the product for purchase • SNS communication Media TV online video, SNS, Users Benefit for users • Improve efficiency for purchase • Convenience • Cost saving outdoor billboard mobile internet Here we are

V 2 C Business model overview INFRASTRUCTURE • CORE CAPABILITIES • image/video check-in • content mash-up • detail product page • knowledge page PARTNER NETWORK • to cooperate with TV program • to cooperate with vertical B 2 C • ACTIVITY CONFIGURATION • ? • COST STRUCTURE • Mobile development • web development • system maintenance BM overview OFFER • We offer V 2 C mobile client with which users can shoot their interested video ad either on cable TV or OTT TV, the system can bring users directly to the product detail page to purchase or get more promotion information. (affiliated marketing) FINANCE • CUSTOMER • RELATIONSHIPS • DISTRIBUTION CHANNELS CUSTOMER • mass market (19 -35 ) • university students • young professionals • young gamers • B 2 C retailers • (advertisers) REVENUE STREAMS • CPS (cost per sales) 3 -18% per deals • Revenue share from TV channels or Ads agency Review 结论 3 [Osterwalder (2004) The Business Model Ontology]

conclusion Criteria title Marxism score Applicant score definition comments Market opportunity 30 Criteria to assess the definition of the market. Who is the customer and how will you reach them? Do clear potential licensees or corporate partners exist? How is the market size? Is there similar product available in the market? Business model Target users? Product novelty and definition 30 Criteria to assess the definition of product. Is the concept innovative and new to the market? Is the definition clear and simple to understand? What is the significant feature the user needs? Tag based video to ecommerce; Technology novelty and maturity 30 Criteria assess the maturity of the technology. Has the technology been demonstrated? Does the performance meet the needs? External resource available; Cirrus & android; video recognizing; IP position 10 Criteria assess the state and strength of IP protection for the technology. Is the technology novel, highly protected, and subject to securing IP rights? Total score 100

recommendati on • Conclusion – Market & business model – Product definition – Technology

1年�目路� • 2012年 1月：V 2 C POC 系统优化及立项 • 2012年 Q 1/2 V 2 C 1. 0 产品级开发 – deliver the commerical product including deployment with reasonable cost. • 2012 Q 3/4 V 2 C 2. 0 产品级开发

• �路�，� 源需求 2012年 1月： – – – • 2012 Q 1：选定一个频道的所有广告，基于现有基础开发产品原型； – – • V 2 C POC 系统优化 立项 (Project objective, scope, technical architecture definition; Project resources assembly, project plan) V 2 C 1. 0 feature list (which live channel, ads mgt. tracking, user data …) V 2 C 1. 0 product system performance requirement V 2 C 1. 0 product system technical spec (architecture, main module design, work breakdown and resource estimation) 清晰的业务需求定义 清晰的架构定义 引入广告和电商数据提供方，建立自己的数据聚合和分析平台 Android客户端原型 Q 2：产品可用性提高，对外合作及商业模式 – 推广策略考虑，例如和电视频道合作，提供节目内容定制和广告的结合； – 产品性能提升

6个月内的 作目�及分配 ® WP 1 : business model building ® Tasks：电商结合的商业模式建立及使用 ® Outputs： ® Actors：Sophy ® WP 2 : Define V 2 C product feature ® Tasks： ® Outputs： ® Actors：LUO Siqing ® WP 3 : architecture and development ® Tasks： ® Outputs： ® Actors：JIAO Danxun